Jelassi’s, a lingerie boutique based in Hull, has announced a change in direction as it strives to attract footfall.
The store, located on Newland Avenue, a stone’s throw away from the University of Hull, now offers affordable everyday and boudoir underwear to local customers.
"When I first started, I had a lot of really expensive stuff, but that wasn’t really working,” said founder Melissa Jelassi.
“Now, we’ve got a good compromise and it’s making a massive difference to business,” she told the Hull Daily Mail.
"Being in a student area, I want to wow my customers with great products but now blow them away with the prices,” she added.
Jelassi opened the boutique last year after a life-long career in retail. She set up a jewellery business in Bransholme before launching the lingerie shop.